Why you might regret implementing a “search everywhere optimisation strategy.”

Key Takeaways

• The evolution from traditional Google-focused SEO to “Search Everywhere Optimisation” highlights the need to optimise content across various platforms. The shift is driven by changes in how users discover information, emphasising the importance of tailoring strategies to each platform’s unique algorithms and audience behaviours.
• Spreading efforts thinly across multiple platforms often leads to poor results, especially for small businesses. Instead, focusing on mastering one platform before branching out ensures better outcomes. 
• While AI tools can enhance productivity by aiding content creation, brainstorming, and analysis, they cannot fully automate optimisation. Businesses must integrate their expertise and fact-check AI outputs to maintain authenticity and protect their brand reputation. 

The rise of “The new SEO” – search everywhere optimisation

Did you think AI would make digital marketing easier? Think again. Welcome to “search everywhere optimisation”(or as we called it two years ago, multichannel SEO).

Digital marketing has evolved significantly in the last 20 years. From putting an ad in the newspaper with the hope of it leading to somebody buying your product and only logging in to “MySpace” to connect with friends to struggling to keep up with all the new social media platforms and AI-powered search engines. 

Working in digital marketing today can feel overwhelming. For years, you could get far by being an expert in search engine optimisation (SEO). However, SEO has evolved significantly. The traditional approach of focusing solely on SEO for Google has been gradually replaced by a broader, more dynamic strategy: search everywhere optimisation.

As platforms like TikTok, Instagram, YouTube and generative AI tools like ChatGPT gain traction, users’ discovery and interaction with content have fundamentally changed. This shift reflects how users now search for information, products, and services across various platforms. Therefore, optimising multiple platforms has become essential for maintaining visibility.

But does this mean you should embrace everything at the same time? Few people succeed if they try to compete in the Olympic decathlon. Just because several track and field events exist doesn’t mean we should all try and compete in all of them simultaneously. Even professional decathlon athletes will tell you that becoming a great sprinter will likely lead to a lower performance in the 1500 meters. 

As with everything in life, you must prioritise to become excellent. The same goes for digital marketing. The differences in social media platforms are significant, and the factors that make you succeed in long-form videos on YouTube are not the same as creating short TikTok reels. 

This article will help you navigate the “search everywhere optimisation” world and bypass all the nonsense from so-called experts.  

The importance of optimising for social media 

Social media platforms have evolved from networking tools to key players in the search game. A survey of 2,000 Americans found that 45% of Gen Z users are more likely to use social media search functions instead of Google.

For this reason alone, a digital marketing strategy that includes social media is essential. However, there are many platforms to choose from, and optimising for all simultaneously will lead you nowhere fast. 

Yet, many businesses have chosen this approach. However, having 200 followers and three likes per post on eight different social media channels doesn’t lead to visibility. If anything, it looks like you have a business that is not very popular, which can lead to the opposite effect of what you are trying to achieve. For this reason, many are faking the number of followers, likes, and shares, which is a slippery slope. 

Growing on social media takes time. You need to understand the algorithms on the different platforms, know how to build a niche, create the right content that appeals to your audience, and dedicate a lot of time and resources to growing organically. 

Unlike what Sarah on Instagram tells you, you cannot get 100k followers in 3 months. A realistic timeframe if you know what you are doing is to get 10k followers in a year. 

Small businesses simply don’t have enough resources to grow organically on several different social media platforms simultaneously. The best thing they can do is learn how to master one platform before they start optimising for others. 

This is likely to lead to better results in the long run. Building a solid business takes years if not decades. Taking shortcuts like buying followers is not the answer. Moreover, spending all your time posting on different social media platforms without getting any visibility or engagement can be daunting and is a waste of time.  

Other platforms to consider in “search everywhere optimisation.”

However, “Search everywhere optimisation” goes beyond social media. Other platforms also require optimisation to capture users’ attention. Here are some emerging and established platforms where you should consider spending time optimising:

Optimising for ChatGPT is similar to optimising for Google

Generative AI tools like ChatGPT are transforming how people access information. To optimise for AI-powered search, businesses should focus on creating structured, question-driven content. 

Schematic markups, FAQs, and digital PR campaigns can enhance content discoverability in AI search environments. Moreover, creating authoritative content that illustrates your expertise in a specific topic can also improve your chances of being surfaced in AI-driven queries. 

The good news is that this is similar to how you optimise for Google. Therefore, if you have been paying attention to Google’s recent updates on optimising to get visibility, this will put you in a good position to be visible in ChatGPT. 

This is obvious when you use ChatGPT’s link function, as it often links to pages ranking well on Google. 

Optimising for App Stores might not be needed in a “Search Everywhere Optimisation” strategy

App Store Optimisation (ASO) is essential for businesses with mobile apps. ASO strategies include conducting keyword research, optimising app titles and descriptions, and testing creative assets. With millions of apps available, standing out in app stores like Google Play and the Apple App Store requires a strategic approach to drive downloads and engagement.

However, the average user has about 80 apps installed on their device, but they use only nine apps daily and interact with around 30 monthly. 

Furthermore, research shows that applications lose about 70% of their users within the first week after installation. Therefore, the decision to create an app should be carefully considered. You might benefit more from optimising it for SEO and social media. 

Amazon is great for help with logistics but you might benefit from changing your focus

Effective optimisation is critical for product visibility on this gigantic e-commerce platform. Businesses should focus on refining product listings with keyword-rich descriptions, leveraging A+ content, and targeting mobile users to enhance discoverability. Reviews, ratings, and effective use of Amazon’s algorithm are also crucial to success on the platform.

Visibility on Amazon can be an excellent opportunity to sell your products and gain help with logistics. However, be prepared for a lot of competition and push on margins. It might not be the most profitable solution. 

If you know how to build a social presence and optimise for SEO, you will likely be considerably more profitable selling from your platform. However, depending on your resources, prioritise carefully. 

Podcasts can be a great opportunity in you “Search Everywhere Optimisation” strategy

Podcasts have become a significant source of information, and optimisation for podcast platforms such as Apple Podcasts and Spotify is becoming increasingly important. There are three significant reasons for this: 

• Relatively low competition and growing popularity: Approximately 546.7 million people are listening to podcasts, representing a 7.85% increase
• Average Weekly Listening Time: Podcast listeners spend approximately 7 hours per week tuning into their favourite shows. 
• Episode Completion Rates: About 80% of podcast listeners listen to entire episodes. 

Undoubtedly, this represents massive opportunities if you allocate resources to growing a podcast. 

Why start-ups should not embrace “The search everywhere approach.”

While Search Everywhere Optimisation offers a promising way to ensure visibility across multiple platforms, new businesses should exercise caution when adopting this strategy. The primary challenges include:

• Resource Allocation: New businesses often operate with limited resources. Spreading efforts across multiple platforms without fully understanding their unique optimisation needs can lead to ineffective strategies and wasted resources.
• Platform Complexity: Each platform has its own search algorithms and audience behaviours. Optimising for all platforms at once can overwhelm a small business and result in poor performance across the board.
• Lack of Focus: Focusing on a single platform, such as Google or Instagram, can lead to better results for new businesses. Once a strong foundation is established, branching out to other platforms is more manageable.

Way using AI for “search everywhere optimisation” is not the solution

Many fall into the trap of thinking AI makes things so efficient that you can do everything simultaneously, but that is far from the reality today. AI can help brainstorm ideas, create content drafts, correct your grammar, analyse your results, and turn long-form videos into shorts, but it cannot automate the entire process. 

Today, AI is just an assistant that can help to increase productivity. Relying on AI to create content for you can harm your search rankings and affect your brand image. Moreover, to be authentic, you must add your thoughts and fact-check the information it generates, as there have been many occasions where it hallucinates. 

However, different tools can help. You just need to choose the most effective ones and spend time learning how to use them efficiently without harming your brand. 

Embracing the future of SEO

Search everywhere optimisation requires a shift in mindset, moving from the singular focus on Google to a more comprehensive, multi-platform strategy. By carefully creating a focused approach, businesses can ensure long-term success in an increasingly fragmented digital world. 

However, smaller companies must allocate their resources carefully and focus on the platforms that generate the most significant impact. For a company’s digital marketing efforts to be successful, it needs visibility, and to achieve this, it must master one platform before moving on to “search everywhere optimisation.”